• 제목/요약/키워드: luxury fashion brands

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A Study on the Characteristics and Social Values of Vegan Fashion in H&M and Zara

  • Seo, Kyoungah;Suh, Seunghee
    • 패션비즈니스
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    • 제23권6호
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    • pp.86-100
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    • 2019
  • This study analyzed the characteristics of vegan fashion produced by H&M and ZARA with respect to materials, design, development, production, and marketing to create social value. The results of this study are significant because they can be used as a reference to develop a vegan fashion market. Regarding the research method, this study assessed the concept and status of veganism through a literature review and examined vegan fashion case studies by analyzing official websites and media content. The study's scope covers the period from 2005, when H&M was the first SPA brand to create a vegan product line, until 2019. The characteristics of Global SPA's vegan fashion were as follows. Regarding materials, alternative materials were developed and an expanded use of organic materials was implemented. Regarding design, development was achieved through design collaboration and upcycling. In terms of production, an animal welfare policy was adopted and a sustainable supply chain was established. Marketing employed a campaign aimed at encouraging increased consumer participation. The findings regarding the social value of H&M and Zara's vegan fashion were as follows. First, a cyclical economy was realized through circular recycling in the entire process of resource selection, production, and waste disposal. Second, because product consumption indicated the importance of ethical consumption and sustainable consumer participation, corporate financial activities were created based on shared values to accomplish the social outcome. Third, collaborations with luxury brands or vegan fashion designers built a collaborative ecosystem in which vegan fashions were released and consumer participation campaigns were implemented.

21세기 영상 패션 커뮤니케이션 - 프라다 패션 애니메이션을 중심으로 - (21 Century Video Image Fashion Communication - Focusing on Prada Fashion Animation -)

  • 장라윤;양숙희
    • 복식문화연구
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    • 제18권6호
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    • pp.1318-1330
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    • 2010
  • The 21st century is the age when a sensational image has more explanatory power and can deliver a more powerful message than a message consisting of logical thinking. Powerful visual images create a big impact on many people throughout the world, overcoming linguistic barriers and even replacing language as a means of communication. In the fashion field, the concept and power of visual images within the new multimedia of the 21st century are becoming increasingly important. In recent years, other than the above methods, videos, movies and animation features have been produced directly to enhance visual effects and attempts are increasing to use these new tools as communication methods. This study focuses on animation contents that have been used in the fashion industry to overcome prejudice of luxury international brands that feature images that emphasize value, quality and heritage. The purpose of this study is to focus on the specific character of fashion animation in order to overview the concept of 21st video fashion communication and to show how the collection concept that includes color and detail places an emphasis on visual images. Analysis of previous research, theoretical research through literature and case study on Prada fashion animation led to the following conclusion. The common features of two different Prada fashion animation show that both animation have the following features in common : realism, dramatic impact and convergence for expression methods, and creativeness, hybrid and a happy ending for contents. Beginning with this study, I believe that various angles of interest and concern about communication in the fashion world, which is a social and cultural phenomenon that changes rapidly, can be will be looked at and learned from.

소셜커머스에서 부정적 리뷰 유형, 브랜드 명성, 기회희소성지각이 패션제품 선호도에 미치는 영향 (Impact of Negative Review Type, Brand Reputation, and Opportunity Scarcity Perception on Preferences of Fashion Products in Social Commerce)

  • 주보라;황선진
    • 패션비즈니스
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    • 제20권4호
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    • pp.207-225
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    • 2016
  • This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) ${\times}2$ (brand reputation: high/low) ${\times}2$ (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

도나텔라 베르사체 컬렉션 분석을 통한 패션 브랜드 <베르사체>의 디자인 아이덴티티와 아카이브 계승연구 -2018년~2021년 밀라노 컬렉션을 중심으로- (Identity and Archive Inheritance of Fashion Brand -Focusing on Donatella Versace Milano Collection from 2018 to 2021-)

  • 신성미;박혜원
    • 패션비즈니스
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    • 제25권4호
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    • pp.61-78
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    • 2021
  • Gianni Versace is one of the most influential Italian designers between the 1980s and 1990s and a representative person to add sexiness and splendour to Italian fashion. This study aimed to analyze the design identity that resulted in the successful handover to Donatella Versace and to review how effectively differentiated and unique heritage elements of Versace were transferred and operated. Literature reviews were performed to find Gianni Versace's design identity and archive. The scope of this study was Donatella's collection from 2018 to 2020. In particular, Signature, the most remarkable design identity of luxury brands with a visual identity that includes the mark, logo and symbol and design elements such as the item, colour, materials, details, etc., were the special focus. In this study, the elements of the visual identity of the signature were classified with the logo, icon, silhouette, materials, patterns, colours, and changes in details that were applied with the uniqueness and philosophy of the differentiated brand. Donatella Versace empathized with Versace's heritage as the brand heritage recalling Versace's honour in the 1990s and reproduced his honour again by reinterpretation of Versace's design images. Donatella is considered an excellent creative director who leads the brand by keeping the heritage and applying the trends of the times. This study as a case study of Versace has the meaning that Versace has maintained the brand identity starting from Gianni Versace as the first generation and successful takeover after the change of directors upon recreation to meet the modern times.

브랜드 개성이 제품 개성에 미치는 영향에 대한 연구 - 한국과 독일의 실험연구를 중심으로 - (Brand as determinant of evaluation of product personality - A cross-cultural study -)

  • 석현정;정상훈
    • 패션비즈니스
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    • 제12권2호
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    • pp.165-175
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    • 2008
  • A cross-cultural study was carried out in Germany and in South Korea in order to investigate the relationship between brand personality and product personality facilitating the three dimensions of personality agreeableness, excitement, and extroversion. Two pairs of shoes were prepared across categories of product function symbolic (a pair of high-heeled shoes) versus utilitarian (a pair of sport shoes). In experiments, each pair of shoes was labeled as a luxury brand ("Versace") or a casual brand ("C&A", Germany; "Migliore", South Korea) or left unlabeled. Prior to the experiments, an expert group in each country evaluated the brand personality in terms of "cheerful" (agreeableness), "honest"(conscientiousness), and "provocative" (extroversion) and the results were considered as a baseline. In Experiment I and II, subjects were exposed to two pairs of shoes labeled in one of the three ways and assessed the personality of both pairs of shoes using the personality traits, cheerful, honest, and provocative. Identical versions of the experiment were conveyed in Germany (N=56), an individualist culture, and in South Korea (N=72), a collectivist culture, and we purposed to find cultural differences in evaluating product personalities influenced by brands. The empirical results do not show any significant influence of brand personality on product personality in either cultural group (p>.05). Nevertheless, the subjects estimated the retail price of the shoes to be significantly different depending on the brands in both cultural groups (p<.001).

쇼윈도우 디스플레이 경향에 관한 연구 - 강남지역 백화점을 중심으로- (A Study on the Trend of Show window Display - Focused on department of kangnam area -)

  • 권양숙
    • 한국실내디자인학회논문집
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    • 제38호
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    • pp.233-240
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    • 2003
  • The purpose of this study was to find the coordination trend of the Image of the color and object from the department show-window display locating in the kangnam area. The result of this study were summarized as following: 1) Show window display determinating the first image of department-store marketing service, playing the role of visual marketing provides the valuable impressions with shoppers in the times of sensibility, 2) In contemporary recognition of "Design is namely culture", show window display proceeds on the direction of concrete and practical presentation of merchandise as many customers are pursuing the high graded luxury brands while their life styles change. 3) Main concept is represented by the coordinated fashion goods on the mannequin or the body and the main theme is displayed variously in the circumferential area or on the articles with the abstract and concrete objects of diverse forms of dominant color and accent color conveying the seasonal theme precisely. 4) The compositive element of color Is the decisive factor of the visual sense of space In the coordination-trends of show window display specially representing the seasonal theme or the intentional messages and conduces to the psychological and mental desire in human and the circumstances, 5) Following the color, the compositive element of object presents the concrete image of theme or the abstract and geometrical sense of space besides the visual sense of space and shows the proportionality and the activity in displaying the show window space.dow space.

의미 네트워크 분석을 활용한 세탁전문점에 대한 소비자 인식 연구 (Consumers' perceptions of professional laundry shops using semantic network analysis)

  • 김지연;이규혜
    • 복식문화연구
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    • 제27권6호
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    • pp.645-653
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    • 2019
  • Laundry services are becoming more specialized and diversified. Therefore, this study investigated consumers' perceptions of professional laundry shops by analyzing social media data. For this purpose, text data from blogs, cafés, and Q&A sections ('Ji-Sik-In') on the portal site, naver.com, was collected. Sixty-four keywords were extracted from 2,213 social texts and transformed into a one-mode matrix using KrKwic, a program for the analysis of Korean text. Semantic network analysis was conducted to understand the network structure and the results were visualized using NodeXL. Keywords included fashion items and materials that require specialized professional laundry services, words related to the establishment of laundry shops, and laundry shop brands. Essential keywords of professional laundry shops included 'luxury,' 'footwear,' 'removal,' 'bag,' 'leather,' 'sneakers,' 'padding,' 'premium,' 'dyeing,' and 'franchise.' These results could be used to deduce that consumers perceive a professional laundry shop as a franchise shop offering specialized professional laundry services. A cluster analysis was conducted to identify the types of consumer perceptions of professional laundry shops. The network was divided into three groups: 'specialized professional laundry service,' 'laundry and repair of winter coats and jackets,' and 'the establishment of a professional laundry shop.' According to the results, consumers perceive professional laundry shops as franchises that offer specialized professional laundry services rather than general laundry services. Therefore, professional laundry shops need a strategy to develop special laundry services that differentiate them from other companies and communicate with consumers about these services.

현대 패션에서 나타나는 보로의 재해석 사례 연구 - 2011~2016년의 사례 중심으로 - (A Case Study on The Reinterpretation of Boro in Modern Fashion - Between 2011 and 2016 -)

  • 김재윤;김선미
    • 한국의상디자인학회지
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    • 제19권2호
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    • pp.29-37
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    • 2017
  • Due to the pursuit of individuality by modern consumers, the day has come when it is hard for design to be sustained solely by external beauty. Accordingly, products with the psychological value and brand stories are appearing, so that products that reinterpret traditional crafts are now being appreciated for their merits. Handmade goods defined as new luxury goods or products of high-quality craftsmanship are being used to enhance the consumer's individual image, and has created an unprecedented consumer stratum structure. Japan is one of the countries that actively applies traditional crafts to contemporary design and this study aims to investigate cases that are being reinterpreted in modern fashion in the theme of Boro, which is not as well known among Japanese traditional crafts. The purpose of this study is to offer basic data for designers by investigating the cases of the reinterpretation of traditional crafts. In addition, in reinterpreting traditional crafts into other fields, it is regarded as a meaningful way to contribute to a variety of other ideas. As the research method, first, the definition and kind of Boro were investigated utilizing the related literature information about the traditional fabric of Boro, which is the starting point and basis of the research. Second, Japanese aesthetic sense defined in the previous research was classified and the relationship of the anti-decorative aesthetic sense and Boro investigated. Third, after classifying the reinterpretation cases of Boro that have appeared in four major fashion collections and designer brands from 2011 to 2016 by the selected aesthetic sense, its characteristics were investigated. The search for examples of the reinterpretation of Boro uses the results of the keyword search of Boro and Boro Fashion via the internet search engine Google from April 2016 to December 2016. In addition, the search results were selected on the basis of whether the designer specified borrowing from Boro or whether Boro on the collection order was included or not. In addition to introducing an unknown fabric craft, this study also raises the methodological problems of the reinterpretation of traditional crafts. Products containing psychological value are expected to come into the spotlight in the upcoming consumer market. Therefore, as a follow-up study, it is suggested to research examples in which various crafts are being applied as products before one knows, how this creates new originality, and the limitations involved in this.

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생활방식품패확장적품패자산건모(生活方式品牌扩张的品牌资产建模): 침대Y세대화영인조소비자적전략로경(针对Y世代和婴儿潮消费者的战略路径) (Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer)

  • Kim, Eun-Young;Brandon, Lynn
    • 마케팅과학연구
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    • 제20권1호
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    • pp.35-48
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    • 2010
  • 今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

의류 브랜드 커뮤니티의 이용욕구 충족과 커뮤니티 몰입의 관계: 의류 브랜드 이미지의 조절효과 (Relationship Between Usage Needs Satisfaction and Commitment to Apparel Brand Communities: Moderator Effect of Apparel Brand Image)

  • 홍희숙;류성민;문철우
    • 마케팅과학연구
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    • 제17권4호
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    • pp.51-89
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    • 2007
  • 본 연구는 의류 브랜드 온라인 커뮤니티의 이용욕구충족과 커뮤니티 몰입간의 관계 및 이들 관계에 대한 브랜드 이미지의 조절효과를 검증하는 것이다. 9개 캐주얼 의류 브랜드 커뮤니티 회원 317명을 대상으로 온라인 서베이를 실시하여 자료를 수집하였다. 다중회귀분석 결과, 의류 브랜드 커뮤니티에서의 이용욕구 충족은 커뮤니티에 대한 몰입과 유의한 관계가 있었다. 그리고 조절회귀분석 결과, 의류 브랜드 커뮤니티에서의 관계욕구 충족이 커뮤니티 몰입(감정적 몰입, 지속적 몰입, 규범적 몰입)에 영향을 미칠때 의류 브랜드 이미지 수준에 따른 조절효과가 작용함이 발견되었다. 또한 의류 브랜드 이미지의 조절효과는 의류 브랜드 커뮤니티에서의 거래욕구 충족과 커뮤니티에 대한 감정적 몰입의 관계에서도 나타났다. 특히 의류 브랜드 커뮤니티인 경우, 커뮤니티에서의 관계욕구 충족수준에 따른 커뮤니티 몰입의 정도는 브랜드 이미지가 낮을 때 보다 높을 때 더 크게 나타났다. 이것은 의류 브랜드 커뮤니티에서의 이용욕구 충족을 통해 회원들의 커뮤니티 몰입을 증대시키는 전략은 의류 브랜드 이미지 수준이 다른 의류 브랜드 유형에 따라 그 효과에 차이가 있음을 의미한다. 따라서 의류기업의 마케터들은 자사 브랜드의 이미지 수준을 평가하고, 이에 맞춰 커뮤니티 몰입을 증대시키는 전략을 모색할 필요가 있다. 브랜드 커뮤니티에 대한 몰입은 브랜드에 대한 구전이나 재구매 행동과 연결되므로, 명품 의류 브랜드들인 경우 온라인 브랜드 커뮤니티를 구축하고 회원들의 커뮤니티에 대한 몰입을 증대시킴으로써 브랜드 자산을 극대화시킬 수 있을 것이다.

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